Google & DoubleClick

In an effort to further expand its advertising empire, or to defend it from encroaching competition, Google intends to acquire DoubleClick, for $3.1 billion. The move is similar to that of Microsoft’s acquisition of aQuantive, a DoubleClick competitor, for $6.1 billion in May. (Microsoft was forced to take aQuantive when it lost out to Google on DoubleClick.) It is also similar to purchases made by Yahoo!. Google’s deal differs significantly from those of its competitors in one key way: it has come under far more scrutiny. Google recently found itself in a U.S. Senate hearing where it defended its stance against competitors and consumer advocacy groups.
What is being seen now in the Google-DoubleClick debate is in some ways very similar to what was seen in the lead up and aftermath of the recent Microsoft EU debacle. That is, it appears companies may be trying to use the legal system as a tool to block the competition.
On the other side of the campaign against the deal are consumer advocacy groups which feel that Google will end up retaining far too much data about users for anyone to feel safe.
Something else is revealed in the situation. It is the change of color of the spotlight on Google; it is no longer rose colored. Google is growing up and that growth is presenting them with a new set of challenges. Will Google be able to face the challenges of a major-leaguer while retaining the identity which has helped it get this far?